‘Fantastic’: Gluten-free Coles item tastes ‘just like’ the real deal

The supermarket has revealed there’s been a huge spike in a gluten-free food item that tastes “just like” the real deal.

It’s safe to say there’s been a sharp increase in demand for supermarket essential items like toilet paper, Panadol and meat since the beginning of the pandemic.

But Coles has also seen a whopping 75 per cent sales spike for one product in particular since 2020 – which has prompted the supermarket giant to announce a six-figure investment today.

The Coles Nurture Fund has awarded $400,000 to Not A Trace, a Melbourne-based family business that makes products free of gluten, nuts and wheat for the supermarket.

Products that accommodate dietary requirements is a rapidly growing section of the supermarket. In the last two years demand for its ‘I’m Free From’ range of biscuits and cookies has grown by 75 per cent.

Coles has increased its range of allergen-free food. Picture: Supplied

The products, which include chocolate mint crèmes biscuits, scotch fingers and choc chip cookies, start at $3.50 a pack are and available in a range of gluten-free, nut-free and wheat-free varieties.

The $400,000 grant will allow Coles to expand its specialty dietary product range to include savoury allergen-free crackers and snacks.

Coles general manager for grocery Leanne White said she had seen a rise in demand for one type of allergen-free food in particular.

“At Coles, we’ve seen an increasing demand for gluten-free crackers, bread and biscuits in the past few years, coupled by customers adopting gluten-free products as a source of healthy food and a rise in consumption by growing awareness of food allergies and intolerance,” she said.

Chef Curtis Stone.

Celebrity chef and Coles Nurture Fund judge Curtis Stone gave the supermarket’s allergen-free range the tick of approval.

“As a chef myself, I know how important it is to cater to the growing number of food intolerances and allergies impacting many Australians,” he said.

“It’s fantastic to be able to support Not A Trace to grow its business by producing

a savoury range of delicious and excellent quality biscuits so that people with a strictly gluten-free diet can enjoy delicious foods without compromise.

“The taste and quality of their range of Coles I’m Free From sweet snacks is second to none – the mint crème tastes just like a mint slice!”

The range is increasing due to huge demand. Picture: Supplied

Not A Trace director Samantha O’Brien said she was thrilled by Coles’ investment into making more allergen-free food available.

“There’s a lot of work that goes into developing these products and making them stand apart from other products that are in the market, to ensure that they taste great,” she said.